They’re all head and no heart.

But appeals aren’t debate club. And you’re probably not getting extra points for a great argument.

The size of the problem

In our urgency to find support, it’s perfectly logical to think about how vast the problem is. How many people are affected. How many people your organization helped last year.

But you’re writing to humans. And humans are emotional creatures.

Those numbers are more likely to turn donors away.

Why? You’re asking them to approach a problem logically. And logically, they probably like their money. Logically, your big problem won’t be solved with their $100. So why not use it to pay the gas bill, instead?